It’s not by accident that in late Fall of every year the aisles of the Philadelphia International Art Expo are jammed with tens of thousands of individuals who come to bask in its magic. Both artists and shoppers come to explore, to study, to prosper or to purchase.
The aisles are full because The Philadelphia International Art Expo works. Expo generates millions of dollars in revenue.

Expo works because it continues to stay focused on its vision. Remember Alice in Wonderland.

Alice said to the cat: “Which road do I take?”
The cat replied: “Where do you want to go?”
Alice said: “I don’t know!”
And the cat replied: “Then it doesn’t matter which road you take!”

October Gallery understands that if we want to have a successful Expo each and every year, we must clearly determine what we are trying to achieve what is our value proposition. We want to bring in the largest and most informed attendees. This is our value proposition. This is what gives value to our event. Therefore we say that PIAE is attendance-centered. This simply means that almost everything we do or don’t do is dictated by the question Does this strategy improve or hinder attendance?  Attendance is our decision making factor. This is our ultimate objective.

Making the Most of Expo: A Message to Artists and Exhibitors

October Gallery’s marketing system’s strategies and efforts are aimed at a broad audience in order to attract the largest and most interested attendees possible. Attracting large numbers of attendees is what we do best. Connecting People with Art is October Gallery’s tag line. Somewhere within this large and best assemblage your target market may exist. It is up to you and your planning to attract those individuals that are right for you to your booth. Remember, October Gallery guarantees attendance. Making a part of this broad audience your clients is up to you.

Plan, plan and plan before you get to Expo.

Your pre-expo marketing and preparation can be the most determining factor in your success or failure at Expo. As stated in the Art of War - victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.

If potential attendees don’t know you are going to be at Expo, how can they be expected to look for your booth? You can’t just purchase booth space, assemble your exhibit, and wait for the folks to pour in. Here are some suggestions to assist with your pre-expo marketing:
 

1. Send personal invitations to your potential attendees.

2. If you don’t have a big budget for stamps etc. use telemarketing as an effective way to reach your old and current clients and let them know      you’re at Expo. Indicate your booth number on the invitation. Set up appointments.

3. Direct mail, fax and email are other means to reach out to your potential clients.

4. October Gallery sends out e mail announcements for Expo. When you receive your email about the Expo from us forward it to your email list. This is a simple and easy process for you. And it is very effective.

5. Offer free items or special attention when they get to your booth. Remember people are attracted to booths that have lots of activity. Create excitement in your space.

6. As part of your pre-expo planning have professional signs made for your booth. Create themes and tag lines to assist with product description and sales promotion.

7. Train and re-train your staff. Proper training makes the difference. Your staff needs to know how to handle the public and needs to have a good working knowledge of the product.

8. If you, the artist, are not a salesperson then hire one – it’s just that simple. Don’t take chances with the success of Expo if you don’t know how to sell effectively.
 

 

Let folks know you are a part of Expo. Piggy back on the “buzz” that October Gallery’s massive advertising has created.

Exhibitors that comprehend they are ultimately responsible for success at Expo will make a strong and decisive commitment to an effective pre-expo marketing plan.

Let’s Do This - At Expo

A strong and decisive commitment to an effective pre-expo marketing plan needs to be supported and followed through by a strong effort at Expo. The three components to having a success Expo are the booth itself, staffing of the booth and the product or service you are selling. Here are some tips.
 

1.Set up as early as you can. Take your time to make the best possible display.

2. Expo is not a holiday or a game. It is serious business. Exhibitors should not sit, read novels, eat ,chew gum, ignore folks that enter the booth, talk excessively on the telephone, play and joke around with other booth personnel, misjudge people and their appearances, etc., etc., etc. Keep your space clean and sharp. Keep defining and redefining your objectives.

3. Have product demonstrations at your booth. Paint, draw, create at your space. Be as enthusiastic as you can about your product. Remember it is very difficult for a potential customer to get excited about your product if you are not excited about it.

4. Create different price levels for different clients. Something for everyone. Remember the average price points for Expo is between $400 and $800. Make certain you have product that  addresses these price levels.

5. Take time to eat and get a good nights sleep.

After Expo

Expo was a successful, now what? You need to follow up and evaluate.

1. Send thank you notes to those clients you feel you need to follow up with. Remember preparations for the next years Expo begins now.

2. Complete any sales that require shipping of product.

3. Those leads are hot and your name is fresh in the minds of those that attended the Expo. Now is the time to act. Pursue all those leads from Expo immediately.

4. Process your mailing list you created at Expo

5. Evaluate Expo. Did you achieve your goals? Examine the results of Expo immediately after the show, four months later and then seven months later. Notice the trail of sales that Expo can create for you.

Expo is an expensive venture. It requires a lot of time, effort, money and energy to make a success of it. But, if you furnish the proper resources in a pro-active fashion you can make Expo one of your most useful, efficient and profitable marketing tool.